Background

The spa industry in Singapore has been significantly impacted by the recent pandemic. In March 2020, the Singapore government implemented a temporary closure of spa outlets to control the coronavirus’s spread. Post-lockdown, many Singaporeans avoided spas due to infection concerns. The halt on international tourism further reduced customer bases, leading to numerous spa closures over the past two years.

With the relaxation of COVID-19 restrictions and predictions of market recovery to pre-pandemic levels, a local spa company aims to improve its customer loyalty strategy. The management seeks to understand the key factors influencing customer loyalty, such as brand awareness, brand trust, perceived price, and service quality.

Task

As a research consultant, you are tasked to design a 4000-word business research proposal for the spa company. The proposal should determine the critical factors affecting customer loyalty in Singapore’s spa industry.

Proposal Content Requirements

• Introduction
• Problem Definition
• Literature Review
• Proposed Research Design with Justifications
• Research Ethics
• Proposed Data Analysis Plan
• Plan for Presentation and Discussion of Findings
• References (APA Style)

Learning Outcomes Assessed

1. Critically evaluate current knowledge to create a literature review.
2. Develop and justify research questions relevant to practice.
3. Select and justify research methodologies.
4. Appraise data analysis techniques and create analytical frameworks.

Referencing

Students must use the CU APA Referencing style. Failure to reference appropriately will be penalized.

Marking Scheme

Rubric Sheet – PSB6012CL Coursework